London theatres saw an upsurge in ticket sales during 2016 according to data released by The Stage.
The entertainment industry publication said there were considerably fewer unsold tickets compared to 2015.
January was the best performing month, with just 12% of tickets unsold compared to around 22% during the prior period. The biggest year-on-year difference between months was April, with more than 30% unsold in 2015 compared to just 15% this year.
August was the only month in which sales decreased year-on-year, with around 16% unsold in 2016 but around 14% in 2015.
The Stage said that the best performing day through the year was in January when just 7% of tickets were unsold. The least popular day to attend the theatre was September 20 when around a quarter of tickets were unsold.
As for the performance of different types of shows, The Stage said: “It is interesting, though perhaps not surprising, that musicals performed consistently better than plays in our count – an annual average of 10.7% unsold and 21.6% respectively. In fact, plays only came close to outperforming musicals in May, which was both the worst month for musicals and the best month for plays. The reasons for this are unclear.”
The Stage has compiled its unsold tickets data since 2014, citing a lack of information from theatres themselves. It describes its survey, based on the number of tickets available online for 10 shows each day, as a “snapshot” and “not exhaustive”.
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